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23andMe has reduced the price of its personal DNA test from $999 to $399, a move that is expected to spark price competition among companies that offer direct-to-consumer tests. The Google-funded startup's decision is aimed at boosting demand and speeding up the adoption of genetic screening as routine medical practice, co-founder Anne Wojcicki said.

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23andMe co-founder and CEO Anne Wojcicki hopes her company's personal genetic testing service will not only revolutionize health care but will also inspire more interest in science. Science presents enormous opportunities for the average person to get involved and contribute, she says.

23andMe is working on an application for FDA approval of its personalized genomics service as a medical device while continuing to respond to thousands of requests for data already amassed, founder Anne Wojcicki says. Wojcicki aims to make personalized genomics testing mainstream, enabling people to prevent disease rather than treat it. "Knowing your genetic health risks will help you make better decisions," Wojcicki said.

Personal genetics startup firm 23andMe announced that its co-founder Linda Avey is leaving to establish an Alzheimer's disease foundation that will use the company's research platform to identify causes and search for new treatments. Avey created 23andMe with Anne Wojcicki, the wife of Google co-founder Sergey Brin.

Personal genetics startup firm 23andMe announced that its co-founder Linda Avey is leaving to establish an Alzheimer's disease foundation that will use the company's research platform to identify causes and search for new treatments. Avey created 23andMe with Anne Wojcicki, the wife of Google co-founder Sergey Brin.

23andMe has reduced the price of its personal DNA test from $999 to $399, a move that is expected to spark price competition among companies that offer direct-to-consumer tests. The Google-funded startup's decision is aimed at boosting demand and speeding up the adoption of genetic screening as routine medical practice, co-founder Anne Wojcicki said.